WACKER BIOSOLUTIONS, the life science division of the Munich-based WACKER group and a valued client, partnered with us to enhance their brand awareness in the months leading up to Vitafoods Europe 2024
In this success story, Stefanie Weber, Marketing Manager BioIngredients at WACKER, delves into the strategies, products, and outcomes of their campaign.
“We decided to focus on brand awareness this year. Firstly, we wanted to build brand recognition and inform our audience about our innovative solutions, including cyclodextrins for pleasant-tasting gummies and L-cystine for hair and skin supplements.
“This coincided with our different stand strategy at Vitafoods Europe 2024. We acquired ADL BioPharma, a contract manufacturing organisation for high-quality fermentation products, and had a joint stand with them at the event. So, we wanted to communicate our partnership and the fact that we were exhibiting together at one booth. These were the aims of our campaign.”
“The newsletter’s target group consists of people who deliberately chose to subscribe to information from Vitafoods Insights. Thus, it was important for our content and message to reach that specific target group. (...) The better you target, the better you engage those truly interested in you and your news.”
“We chose two one-week Top Banners on the Vitafoods Insights website, as it generates the most impressions. People visit the website before the event to check what’s happening onsite and having a banner at the top makes sense for brand awareness.
“We also placed a Middle Banner in the Vitafoods Insights newsletter, together with our Sponsored Article. The newsletter’s target group consists of people who deliberately chose to subscribe to information from Vitafoods Insights. Thus, it was important for our content and message to reach that specific target group. Our banner ledto a customised landing page where we presented our portfolio and included a form that allowed prospects to book appointments with us. The better you target, the better you engage those truly interested in you and your news. Our Sponsored Article highlighted the positive effect of CAVACURMIN® on men’s health. It worked well, with above-average clicks. We discovered that the copy ‘new study available’ used on the image was the factor that really captured the audience’s interest.
“Targeted Ads Event+ was new for us. With the shared stand location with ADL, it was important to have a targeted campaign to event attendees, letting them know we were exhibiting together. So, we decided to try this product, which ran for 1-2 months with display banners and LinkedIn ads.
“Finally, we had an Advert in the Vitafoods Europe 2024 Trend Guide. I understand this e-mag is shared with all pre-registered event visitors before the event. Afterward, it continues to be promoted, reaching both those visitors and our target audience from your database of buyers. This promotion is still ongoing, but I think, especially in the B2B industry, people read e-magazines, so it was great to have this channel as well.”
Why did you choose a Sponsored Article and feature it in the
“We wanted to promote our new study on CAVACURMIN®. It’s easier to convey your message if you have the space to discuss it. An advertisement alone doesn’t allow you to share the depth behind your research study. The Vitafoods Insights newsletter is a targeted way to present our content to the right audience, and it worked well.”
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583
“One person specifically asked about our gummies, likely due to this campaign. And this is our goal: (...) brand awareness.”
“It achieves the most impressions due to its prominent placement. We pushed two topics here: cyclodextrins for pleasant-tasting gummies and L-cystine for hair and skin supplements. The gummies performed very well, indicating it’s a key topic globally. This gave us insights to use for other campaigns we’re planning, for example, for our strategy surrounding Vitafoods Asia.
“I also noticed that some stand visitors already knew about us. One person specifically asked about our gummies, likely due to this campaign. And this is our goal: for people to visit our booth with some information about us, which is brand awareness. So yes, it worked and was effective.”
15,091
Total Impressions Delivered
27
“With the acquisition of ADL and multiple products to promote at the event, it was important to inform event attendees about our news and our onsite offerings. We previously had meetings where people asked about ADL and our partnership, and so explaining this before the show not only raises awareness and gets you on visitors’ must-see lists, but it also potentially brings in new customers.”
52,027
Total Impressions Delivered
101
Total Clicks
Click Through Rate (CTR)
“I would say to have a ‘full package’. Being present on the Vitafoods Insights website and in the newsletter, and then reaching Vitafoods Europe event attendees is great. But with the Event Trend Guide, you have the chance to engage different audiences. While some personas prefer to browse websites and read newsletters, still others prefer e-magazine-style content. Our advert also highlights our products among significant innovations seen at the event, completing the campaign.”
“One thing I noticed is that people have a list of companies they want to visit, and our pre-show campaign helped us be on that list. For instance, a visitor came to our booth specifically looking for our gummies because he saw something about WACKER and gummies online. He knew about us, and this recognition is the first step.”
“The only way to inform people that you will be at the event is a pre-event marketing campaign. Vitafoods Europe is a significant event for our European business team, and having a digital campaign spreading the word about our brand and portfolio was necessary to stand out and let people know of our presence at the event.”
“I’m very happy with the quick response rate. If you have questions, you get a quick reply, and you also get reminders for deadlines well in advance. It’s good to have a partner who reminds you when it’s time to deliver, and I feel safe knowing our bookings will be fulfilled.
“The communication is well-structured and timely, making it easier for us. When we booked the campaign, your delivery team provided a comprehensive list of all our deliverables, which was very helpful. I had a great experience with both your delivery and sales teams.”
“Firstly, have a meeting to discuss what you wish to achieve with your campaign. This worked well with Viviana from your Sales team. We went over our budget, focus, and brand awareness goal, and then she worked on an offer for us. I also recommend thinking about the other events you’re participating in, perhaps in other regions, to develop a global digital presence strategy. We’re already planning our marketing partnership for Vitafoods Asia happening later this year with your team.
“Next, review your campaign reports and optimise for the future. Smartcore provides detailed reports, and understanding the numbers helps refine and improve your efforts. Marketing involves creativity, market research, and continuous improvement, and analytics can show you what interests your audience.”
What does your digital marketing strategy look like this year? As the best-in-class B2B food and nutrition marketing solutions partner with unrivalled expertise in your prospects, we can help you reach your buyers and drive business growth. Our smarter digital campaigns are designed to deliver greater returns on your investment and time. Are you ready for real results this year?
